Applications of Business Theatre in New Service Development |
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| Authors: | Adrienne SchÄfer Markus Berg |
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| Institution: | 1.Competence Center Services Management,Lucerne University of Applied Sciences and Arts,Luzern,Switzerland;2.VitaminT Business Theatre,Luzern,Switzerland |
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| Abstract: | Applying business theatre can not only make a contribution in the context of change management, learning and development processes
in companies, but also in the new service development (NSD) process. The authors show how business theatre can be applied in each step of NSD and present insights that they gained from a students’
and a research project. As service theatre addresses the “emotional side”, it is an ideal complement to a systematic NSD approach
that addresses the “rational side” of a service. |
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